Thursday, August 11, 2016

Tag Heuer Opens Newly Imagined Flagship Boutique in Sydney - The World’s First Unveiling of TAG Heuer’s New Retail Concept

Swiss watchmaker TAG Heuer has re-opened its Sydney Flagship store at its landmark Pitt Street Mall address. With the newly refurbished store, TAG Heuer takes the opportunity to present, for the very first time globally, its new retail design concept – a new look and feel for the iconic luxury brand.

TAG Heuer friends of the brand, Jamie Durie and Torah Bright helped to officially open the boutique, cutting the ribbon alongside TAG Heuer’s General Manager for Australia, Pierre Blouin. They joined the likes of Erin Holland, Danielle Cormack, Lauren Eagle, Angela Bishop, and Fabian Coulthard to toast to the new look store. The event also celebrated the arrival of the newly released Aquaracer ceramic collection.
Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique perfectly illustrates the brand’s realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage. The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The taut, stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.
The TAG Heuer shield reinterpretations continue to the interior of the 96m² boutique. The monotones of TAG Heuer greys and blacks perfectly compliment the use of stone which is a reference to the brand’s Swiss roots of heritage and craftsmanship, whilst the mix of traditional and innovative materials embodies the brand’s spirit creating a vibrant showcase of the TAG Heuer collection.

The new TAG Heuer Flagship at Westfield Sydney continues TAG Heuer’s dynamic retail development strategy in Australia, which saw the opening of a new Flagship in Melbourne’s new luxury precinct, St Collins St in May, and will see the first Flagship for TAG Heuer open in the Gold Coast in the newly redeveloped Pacific Fair shopping precinct in November, with another Boutique to follow in Australia in early 2017.

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